Head of Brand and Customer Experience at GfK
The second central speaker of the day is Michele van Waterschoot, Head of Brand and Customer Experience at GfK. She will present various brand theories and how these relate to sustainable growth. She finds that the reality is more nuanced than Byron Sharp portrays in his book ‘How Brands Grow’. Michele will present several practical client examples from the GfK practice.
MORE ABOUT THE BOOK ‘HOW BRANDS GROW’
In How Brands Grow multiple marketing laws are laid out which seem to highly simplify the job of the marketer. However, in reality the truth is somewhat more nuanced than Byron Sharp suggests in his book. Michele will illustrate this by explaining several theories how brands develop during one of the breakout sessions. To that […]